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Research Paper

To motivate shoppers to bring reusable bags, England has enforced a carry-bag law, allowing large retailers to charge 5 pence for a single-use plastic bag.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Research Paper

Scholarly work over the past 15 years has demonstrated that corporate social responsibility (CSR) initiatives can have a positive impact on consumer behavior toward brands.

Research Paper

Academic researchers tend to use multiple items to measure a construct reliably, whereas practitioners tend to use single-item measures.

Case Study

This case study shows how the Egyptian Autism Society (EAS), a non-profit organisation, changed parents' perceptions of their own autistic children, through an educational campaign across Egypt.

Case Study

This case study shows how Coca-Cola, the carbonated drinks company, increased brand equity by developing a community action platform for the Middle Eastern youth.

Case Study

This case study shows how TV station Murr Television (MTV) took on the challenge of fixing potholes across roads in Lebanon, bypassing government consent and gathering widespread acclaim.

Case Study

This case study describes how Umniah, a mobile telecoms operator based in Jordan, used press and radio to launch its mobile wallet and boost its innovation credentials.

Case Study

This case study shows how du, a telecommunications provider, changed consumers' habits about oversharing information on social media, thus increasing brand trust, in the UAE.

Case Study

This case study shows how Emirates NBD, a financial services brand, developed a product that directly solved its target audience's biggest issue and thus expanded its account acquisitions in the UAE.

Case Study

This case study describes how fashion retailer Max used a multimedia campaign to reframe its value proposition to see off competition from low-cost rivals and grow sales in UAE.

Case Study

This case study describes how global bank HSBC used a multichannel campaign to drive customers acquisitions after New Year in the United Arab Emirates.

Case Study

This case study shows how Batelco, a telecommunications provider, successfully stole its competition's customers with a simple real-time social media response campaign in Bahrain.

Case Study

This case study shows how Murr Television (MTV), a Lebanese media channel, devised an emotional cross-channel campaign to increase breast cancer awareness and brand affinity.

Case Study

This case study shows how Fanta, the carbonated drinks brand, levelled its brand equity and sales across the Middle East, by creating a gaming platform for teens.

Case Study

This case study shows how Batelco, a telecommunications provider, increased its innovation equity by developing a smart bus that tackled the problem of child mortality in school buses in Bahrain.

Case Study

This case study shows how du, a telecommunications provider, successfully tapped into the elusive Filipino segment in the UAE using a culturally relevant campaign that increased sales and brand equity.

Case Study

This case study shows how McDonald's, the fast food brand, increased brand affinity and sales in the UAE by removing food from its adverts as a sign of respect for the region's Ramadan celebrations.

Article

In this viewpoint, the author looks at opinion polls and their varying success in the wake of several global elections and referendums.

Research Paper

Given the increase in the volume of student mobility, this study explores how internationally mobile students, who are at the starting point of their life as global nomads, represent and give sense to the relationship with their brands in the context of relocation for study purposes.

News

SINGAPORE: Exports from New Zealand to Singapore and other Asian markets have risen steadily over the past decade, leading a senior public relations executive to believe it is New Zealand's national brand itself that is driving much of the growth.

Opinion

In the wake of negative press coverage, financial services brands are particularly vulnerable to the consumer's experience turning from a positive one into a negative one.

Research Paper

Drawing on media-dilution effects, this article investigates the role of media planning, such as media use and scheduling, in copromotion efficiency, calculated with super-efficiency data-envelopment analysis.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Article

This Speaker’s Box looks at how authoritarian and populist regimes have made use of consumerism, focusing on Nazi Germany and the People’s Republic of China.